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Abgrenzungsproblematik zwischen Public Relations und Werbung

Abgrenzungsproblematik zwischen Public Relations und Werbung

          
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About the Book

Studienarbeit aus dem Jahr 2017 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Hochschule der Medien Stuttgart, Sprache: Deutsch, Abstract: Wir alle wurden und werden mit unterschiedlichsten Werbeträgern und Botschaften tagtäglich konfrontiert. Dabei scheinen wir alle vermeintlich zu wissen, was Werbung ist und was nicht. Aber was genau ist Werbung und was genau ist Public Relations? Wann ist eine Botschaft kommerzieller Natur und wann nicht? Genau diese Fragen versucht der Autor mit dieser Hausarbeit zu erörtern. Zunächst vermittelt der Autor die Grundlagen der Public Relations. Dabei werden Definitionen, Ziele, Zielgruppen, Aufgaben, Maßnahmen und die Zuordnung im Marketing-Mix betrachtet. Um ein vergleichbares Bild der Werbung zu erlangen, klärt das darauffolgende Kapitel die gleichen Punkte, allerdings bezogen auf die Werbung. Anschließend beschäftigt der Autor sich mit der Abgrenzungsproblematik zwischen der Werbung und Public Relations. Im Fazit werden die wichtigsten Punkte zusammengefasst und ein Resümee gezogen. Zum Thema PR gibt es zahlreiche Definitionen in der Literatur. Der Autor Albert Oeckl verwendet, in seinem "Handbuch der Public Relations", die Begriffe Public Relations und Öffentlichkeitsarbeit synonym. "Es drückt ein Dreifaches aus: Arbeit mit der Öffentlichkeit, Arbeit für die Öffentlichkeit, Arbeit in der Öffentlichkeit. Wobei unter Arbeit das bewusste, geplante und dauernde Bemühen zu verstehen ist, gegenseitiges Verständnis und Vertrauen aufzubauen und zu pflegen." Die US-amerikanischen PR- Wissenschaftler Grunig und Hunt sehen PR als "the management of communication between an organization and its publics." Auf Deutsch bedeutet dies, die Verwaltung der Kommunikation zwischen einer Organisation und Ihren Öffentlichkeiten. Eine ähnliche Definition stammt vom Kommunikationswissenschaftler Günter Bentele. Dieser sieht in "Öffentlichkeitsarbeit oder Public Relations das Management von In
About the Author: 2005 - 2007 Fachhochschulreife und Technischer Kommunikationsassistent 2007 - 2010 Auszubildender Fachinformatiker - Systemintegration 2010 - 2014 IT-Administrator und Hosting-Helpdesk 2014 - 2017 Studium Werbung & Marktkommunikation


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Product Details
  • ISBN-13: 9783668534599
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 254 mm
  • No of Pages: 24
  • Spine Width: 2 mm
  • Width: 178 mm
  • ISBN-10: 3668534594
  • Publisher Date: 27 Sep 2017
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 77 gr


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